Financial Daily from THE HINDU group of publications
Wednesday, Feb 19, 2003
Financial Daily from THE HINDU group of publications Wednesday, Feb 19, 2003 |
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Marketing
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Retailing Frito Lay eyes bigger South snack food pie Our Bureau
BANGALORE, Feb. 18 FRITO Lay India Ltd, the largest salty snack food producer in the world, is poised for an aggressive push in the south Indian market and to improve the region's share in the company's annual revenues from the existing level of nine per cent to 20 per cent by 2004. "We are expecting a 100 per cent jump in our revenues from south this year and account for nearly 30 per cent of the salty snack business in south," Mr Manu Anand, Managing Director, Frito-Lay India Ltd, said. South India accounts for nearly 32 per cent of the total domestic salty snack business, but has been dominated by a clutch of regional brands. "We are planning to be aggressive in all the two lakh plus population towns - about 80 of them - in the region," Mr Anand added. In doing so, Frito Lay's retail presence would move up from 26,000 outlets to 50,000 outlets in the near future. "More than 60 per cent of this retail presence will be in the fast growing metro centres in the region," he said. The company's flagship brand, Lay's potato chips, is the main revenue aggregator in southern region. Frito Lay services the region from its second plant in Pune, which recently went through a Rs 20 crore expansion. The company's other brands include Kurkure, Cheeto, Lehar Namkeen and Uncle Chipps.
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